We are living through a defining moment in history. Technology has become a central force in our daily lives like never before, and the pace of innovation and change is truly extraordinary. In this rapidly evolving world, the human element—our thoughts, emotions, aspirations, and needs—matters more than ever. Even as technology takes the lead, we believe our greatest strength lies in empathy and care.

As designers, our mission goes beyond creating innovative products. We aim to elevate people’s lives—to design tools and experiences that help them live better, longer, and more meaningfully, by taming technology in service of humanity.

Samsung Electronics is a worldwide leader in tech and already plays an essential role in the lives of billions around the globe. Through our products, we help you clean your home, wash your clothes and dishes, preserve your food, store your memories, stay entertained, stay connected, and express yourself—whether at home, on the move, or in public spaces. This reach is both a tremendous privilege and, in the age of AI and accelerated technological change, an incredible opportunity and an immense responsibility.

That sense of purpose is what inspired me to join Samsung this year, after more than two decades as a designer and business leader across industries and cultures. I was drawn by the possibility to help reimagine the relationship between people and technology—putting humans at the heart of our product universe, to create a world where innovation truly supports and enhances our lives, unlocking, amplifying and elevating, the human side of technology.

Rewriting the Code of a Design-driven Company

To me, design is far more than a product or a user interface. It’s more than the interplay of form and function. I like to define design as the art of dreaming, crafting and taking to life distinctive solutions, meaningful experiences and authentic stories that deeply resonate with people’s needs and aspirations. In this sense, form and function follow meaning. Design becomes a force for purposeful innovation—one that begins and ends with people.

Across Samsung’s product portfolio, design serves as a language—one that understands people and interprets the complexity of the world around us. It has the power to humanize technology, transforming algorithms into emotion, features into feelings. In a time of accelerating complexity, design is how we restore clarity and foster deeper connections—with ourselves, our cultures, and our lives.

Samsung’s commitment to design thinking dates back to 1996, when it declared the “Year of Design Revolution.” That year marked a turning point, with design officially recognized as a core strategic asset. With a “human-centered design philosophy” at its heart, Samsung laid the foundation for a design ethos that continues to evolve and grow.

Now, in the era of AI, our challenge is to build upon that legacy—to amplify its intent, refine its spirit, and redefine what design means in a new cultural and technological landscape. Products can be copied, but a design philosophy—its purpose and point of view—cannot be replicated. This is why culture matters. For individuals and for organizations alike, consistency, authentic creativity, and genuine care at every touchpoint are what set great companies apart.

A New Challenge to Everyday Innovation

Today, Samsung innovations are already transforming everyday life. Robot vacuum cleaners quietly maintain our homes. Smartwatches provide real-time insights into our health. Intelligent appliances, from washing machines to dishwashers, offer greater efficiency, performance, and ease of use. Smart refrigerators adapt to our habits to keep food fresher for longer. Our screens deliver breathtaking visuals, our audio systems fill rooms with immersive soundscapes, and our smartphones, tablets, and wearables keep us connected through intuitive design and purposeful features.

All of this is remarkable. Yet, the real frontier lies in something greater: the seamless integration of all these devices into a coherent, human-centered journey. We’re not just designing individual products—we’re designing an ecosystem of experiences. We’re redefining what “smart” really means by infusing technology with empathy, meaning, and emotional resonance.

Samsung’s design now goes beyond the object. It places thoughtful connections, insightful information, and intentional emotions at the center. Through a cohesive design experience across our entire ecosystem—from mobile to TV to home appliances—we’re committed to enriching every interaction.

Our vision is a future where design brings warmth to innovation, and where technology helps us not only do more—but live longer, live better, and live more connected, and more meaningfully, creating an empathetic layer between people and their environments. This personal field of emotionally attuned, physiologically aware, and ethically governed technologies interconnects to form constellations of care—enabling shared rhythms and deeper connection across the home, family, and community.

The Future Is Emotional, Meaningful, Connected Intelligence

 The next frontier of smart technology must offer more than just functionality. With Samsung’s advancements in AI, empowered by hardware and software, we are unlocking a new dimension of emotional intelligence—where technology doesn’t just work for us, but resonates with us.

What excites me most about AI in product design is how it enables us to listen, learn, and craft experiences that feel deeply personal. As intelligence becomes ambient—woven seamlessly into our everyday devices—design takes on a greater responsibility: to ensure that intelligence feels warm, human, and caring. We’re shifting from devices that demand our attention to those that pay attention, anticipating needs, adapting preferences, and forming meaningful relationships with users.

We’re envisioning an ecosystem where intelligence isn’t confined to one device, but exists around you—quiet, empathetic, always present when needed, and gracefully invisible when not. Samsung’s holistic approach to AI spans across the entire ecosystem—from smartphones to TVs, wearables to home appliances—transforming each product into a thoughtful companion in your daily life.

Imagine a TV that mirrors your mood. A refrigerator that understands your dietary goals. A watch or ring that knows when you need rest, and gently guides you toward better mental and physical wellbeing. This is not just innovation—it’s a design philosophy where intelligence surrounds you, senses you, learns from you, and ultimately adapts to serve you better. Each product becomes part of a larger, unified story, grounded in empathy, awareness, and care.

Design as a Force for Meaning – And for a Better Tomorrow

Technology will always continue to evolve. But what truly matters is the meaning it brings—to individuals and to society. At Samsung, we innovate not just because we can, but because we care. It starts with a sincere commitment to people and a deep sense of responsibility for the impact we create.

What has always inspired me about Samsung is its belief in openness—not just as a platform strategy, but as a cultural principle. Openness to collaboration. Openness to bold, unconventional ideas. Openness to meeting people where they are. This spirit of openness removes barriers, fuels connection, and sets the stage for truly meaningful innovation.

These are the values that have shaped my career and the principles I believe will drive our industry forward. They reflect a shared mission: to build technology that enriches human life, with empathy at its core.

Through our love for humanity and our clear vision for the future, we invite you to join us on this journey—one shaped by Samsung Design, and guided by purpose, care, and imagination.

For more information, please visit https://news.samsung.com/my/.

The Galaxy Z series has set the standard for foldable phones from its very first launch, with a new release every year. Now in its seventh chapter, the latest design revisits where it all started. The Galaxy Z Fold7 and Z Flip7 are the result of refinements made over each year of innovation. Samsung Newsroom spoke with Hubert Lee, Head of the Design Team and Huichul Yang, Head of the UX (User eXperience) Team, both part of the Mobile eXperience (MX) Business at Samsung Electronics, to discover the story behind the products and the designers’ persistent pursuit of incredible design.

* Content images simulated for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

Hubert Lee

Executive Vice President, MX Business, Samsung Electronics

Since joining as Head of the MX Design Team in late 2022, Lee has overseen the design direction for all MX product launches. With the launch of the new Galaxy Z Fold7 and Z Flip7, Lee showcases Galaxy’s ultimate pursuit of ultra-sleek and modern design.

Huichul Yang

Vice President, MX Business, Samsung Electronics

Since joining Samsung in 2005, Yang has played a pivotal role in advancing mobile UX innovation as an HCI (Human Computer Interaction) expert. Since late 2023, Yang has led the UX Team in the MX Business, crafting the mobile experiences powered by Galaxy AI.

The Essence of Foldable Design

Q. The Galaxy Z Fold7 and Z Flip7 have finally been unveiled. As the heads of the Design and UX teams, it must mean a lot to both of you.

Lee: Among the products I’ve designed at Samsung, the Galaxy Z Fold7 stands out as the one I am most proud of. Most people said, “Wow!” as soon as they saw it. It’s the thinnest, lightest Galaxy Z Fold series model yet. I believe it captures the essence of what a foldable phone can be. It’s only just been unveiled at Galaxy Unpacked 2025 in New York, but I’m confident that customers will understand its true value as they see it up close and get a feel for it in their hands.

Yang: Alongside the Galaxy Z Fold7 and Z Flip7, we also introduced One UI 8, an interface optimized for the AI experience. I believe that a sleek, modern design — paired with an intuitive interface — can really resonate with users seeking a more elevated mobile experience in this age of AI.

“The Galaxy Z series isn’t just well-made — it reaffirms our position as a pioneer and benchmark in the foldable phone market.”

— Hubert Lee, EVP, Samsung Electronics

Q. It’s clear you’re both really proud of the products. It must have taken a lot of work to get it out into the world.

Lee: The Galaxy Z series marked the very beginning of foldable phones. To solidify that symbolism, we knew we had to create a product that felt truly impressive to anyone who saw it. There was a shared understanding within the team that simply repeating what we had done in the past wouldn’t be enough to meet customer expectations. Change wasn’t a choice; it was a must. That’s why with the seventh models of the Galaxy Z series, we didn’t approach it as a refinement — we approached it as a redesign from the ground up. We approached it as if we were starting completely from scratch.

We design lifestyle products. To be part of people’s daily lives, portability is essential and reducing weight was key to achieving that. Our mobile R&D office put in a huge amount of effort in that respect. The nature of the hardware meant there was a certain weight we had to carry, but we kept wondering if we could make it just a little bit lighter. That led to a lot of research and testing. As it became lighter, it became thinner and the display larger, until we arrived at the sleek, modern form we had envisioned. The product you see is the result of countless hours of deliberation, passion and engineering.

Q. How did changes to the design of products affect the user interface?

Yang: Since One UI 6, we’ve been introducing a range of AI features as an AI companion. With One UI 8, we focused on meaningful productivity. We took advantage of the Galaxy Z Fold7’s large-screen form factor to enable users to easily compare original and AI-generated content side by side and move it seamlessly between apps.

Q. What are the changes to the Galaxy Z Flip7 UX?

Yang: One of the standout features of the Z Flip7 is its full-front FlexWindow. Gemini is now optimized for the FlexWindow, enabling quick and seamless interaction with AI — anytime you need it. It’s our new take on an AI companion — one that unfolds right in the palm of your hand. Notably, the form factor is such that the main camera faces you when folded, so now you can launch Gemini Live from the FlexWindow and ask about everyday things, like if your outfit is appropriate for the weather or your schedule for the day.

“We envisioned a new future with One UI 8 on the Galaxy Z Flip7 as an AI companion in your hand.”

 — Huichul Yang, VP, Samsung Electronics

* This background image has been created by generative AI (Macnific AI, Midjourney).

Q. The products come in a range of colors. Which one is your favorite?

Lee: I love them all but if I had to choose one, it would have to be Silver Shadow. It’s the most straightforward and simple one, but I think it represents Galaxy’s “Ultra Sleek, Ultra Modern” concept really well.

When customers buy premium products like the Galaxy Z Fold7, they tend to prefer values that feel timeless, so we really took that into consideration when choosing the colors for this series. We leveraged the metallic material to bring the colors to life in a way that expresses our design intent and complements the foldable form factor. One of the standout colors of this series is Blue Shadow. As you move the product around, the shine and sophistication are noticeable from all angles.

▲ (From left) Hubert Lee and Huichul Yang

Let’s Design Together!

Q. Even though you’re on different teams, you’ve been working on the same product. How did the Design and UX teams get connected?

Yang: Wallpaper design is where we really tend to collaborate closely. We work together to make sure the message the Design team wants to convey is properly communicated through the wallpaper, the face of the product. For One UI 7, we aligned the product’s corner radius with the One UI icon geometry. We’ll continue to align the GUI (Graphic user interface) with the underlying style of the product for future releases, too.

“Designing with the authentic mindset that we are all one team — this, I believe, is the most important attitude we need to break silos and grow together.”

 — Hubert Lee, EVP, Samsung Electronics

Q. How do the team members collaborate?

Lee: The Design team holds a session called Design Clinic. Group leaders and managers come together to share ongoing projects and insights. It’s not a formal meeting, but rather a relaxed gathering to share ideas over coffee and dessert. It’s an open discussion where even criticism is seen as a way to make our products better and support each other. In the MX Business’s Design team, we cover everything from smartphones and wearables to PCs, tablets, CMF (Color, material and finish) and packaging, each item with its own functions. The Design Clinic helps us gain insights from other fields or discover early-stage ideas.

Q. How do you encourage synergy between designers on the team?

Lee: I often emphasize the phrase, “Let’s Design Together.” Rather than just holding onto what they’ve been assigned, I encourage the team to think collectively about what we’re making and how we can improve it. If feedback or advice isn’t sincere, it just leads to silos between teams. Designing together as one team with an authentic, shared mindset is what I emphasize most within the organization.

Reframing the Future

Q. Aside from designers’ intuition, sensibilities and qualitative insights, do you also incorporate user testing or quantitative validation during the design planning phase?

Lee: The Design team has established a Galaxy Design principle called “Essential Design,” aimed at focusing on core value and removing unnecessary elements. It’s based on three key elements: Simple, Impactful and Emotive. We believe that when these three elements come together in harmony, they create a truly aspirational product. We use the principle and its key elements as evaluation tools during the design planning stage; through a process we call Design Analytics. We conduct evaluations with internal employees to make sure our design intent is being communicated to users effectively. We use the data and insights from this to refine current designs and even identify future products. It’s how we strengthen our design identity, and it’s an integral part of the Galaxy design process.

Q. Do you use AI in your work?

Yang: We refer to AI tools during the testing process. We’ve observed that results from AI-based virtual user testing are fairly close to tests done by recruiting actual users. This leads us to expect that AI can play a significant role in UX evaluation going forward. We’re also experimenting with AI in other ways, like testing multiple versions of motion or animation effects, or turning 2D assets into 3D or animated formats. In this way, we’re continuously learning more about how to enhance our designs with AI.

“Amid the momentum of AI, the ability to direct design will become one of the most valuable assets in making your work truly meaningful.”

 — Huichul Yang, VP, Samsung Electronics

▲ (From left) Huichul Yang and Hubert Lee

Q. The age we live in is constantly changing. What kind of mindset and vision should guide designers today?

Yang: AI is a new momentum for designers. There are more and more of us thinking about how to use AI to make our work more meaningful. I believe those who show interest in how the world is changing and make new tools their own will be the ones leading in the age of AI. Some say designers will fade away as AI advances, but I see it differently. Design direction, the ability to guide AI creations and enrich them, is bound to become even more essential.

Lee: When it comes to new devices like foldable products, we’re not designing features. We’re designing the entire experience. I believe it’s our role as designers to deeply consider why a device folds, why it unfolds and what kind of value and convenience those actions should provide. That’s because we’re not just product designers, we’re lifestyle designers, and in the end, the user is the most important part of all. We have to read the trends constantly and keep asking ourselves what users truly need. To me, design that makes their lives better is design that’s truly meaningful.

For more information about Samsung Electronics’ design, please visit the Samsung Design website.

Unfold your Galaxy Z Series and purchase the Galaxy Watch Series with these promotions and rebates today!

Until 31^st August 2025, purchase the latest Galaxy Z Series and Galaxy Watch Series devices to enjoy launch rebates and promotions worth up to RM2,209![1]!

Grab the all new Galaxy Watch Series with these rebates as well to expand your Galaxy ecosystem:

To purchase Samsung’s latest devices, please visit the following sites:

• Samsung Galaxy Z Fold7: www.samsung.com/my/smartphones/galaxy-z-fold7/
• Samsung Galaxy Z Flip7: www.samsung.com/my/smartphones/galaxy-z-flip7/
• Samsung Galaxy Z Flip7 FE: www.samsung.com/my/smartphones/galaxy-z-flip7-fe/
• Samsung Galaxy Watch8 Classic: www.samsung.com/my/watches/galaxy-watch/galaxy-watch8-classic-46mm-black-bluetooth-sm-l500nzkaxme/
• Samsung Galaxy Watch Ultra: www.samsung.com/my/watches/galaxy-watch/galaxy-watch-ultra-2025-47mm-titanium-blue-lte-sm-l705fzb1xme/

[1] Terms and conditions apply.

The Galaxy Z Fold6 and Z Flip6 embody modern, sleek design. Through their simple, solid exterior and linear form, these devices express what Galaxy’s design identity is all about. Explore the design story behind the Galaxy Z Fold6 and Z Flip6, where modernity and simplicity converge.

*The images featured in this article are for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region, model and carrier.

Iconic and Unique

Floating Design, a distinctive and impactful design element newly incorporated into the Galaxy Z Fold6 and Z Flip6, makes it seem like the foldables’ screens float above their bodies when viewed from the side. When folded, the bold line along the side of the devices not only accentuates their sleek, linear form, but also facilitates easier opening, enhancing overall usability.

Linear form is a core aspect of the Galaxy Z Fold6 design, maximized by its effortlessly sleek and streamlined, yet balanced shape. By reducing the length and increasing the width of the cover screen, the Galaxy Z Fold6 is more user-friendly than ever before with a refreshing new look. The corners on the right-hand side of the device now mirror the shape of those on the left, resulting in an almost symmetrical silhouette when folded.

Through six generations of technological advancements and design expertise, the Galaxy Z Fold6 stands out as the slimmest and lightest among all Galaxy Z Fold models to date. Its balanced design and thin form ensure maximum comfort, adding to the desirability of this premium foldable phone.

One of the Galaxy series’ most defining features is its signature linear camera layout and this design motif takes center stage on both the Galaxy Z Fold6 and Z Flip6. The Galaxy Z Fold6 sports a bold camera decoration that further highlights the row of three circles descending vertically from the back top left corner of the device.

Meanwhile, the Galaxy Z Flip6’s camera design exudes the vibrant, bubbly spirit of the Galaxy Z Flip series with a new camera decoration designed to match the diverse range of available body colors. The linear camera arrangements are even more prominent than in previous models, making the new Galaxy smartphones instantly recognizable.

Vibrant and Multicolored

*The Navy, Blue, Mint and Yellow images were created by generative AI (Navy, Blue, Yellow: Photoshop AI / Mint: Midjourney)

The Galaxy Z Fold6 and Z Flip6 bring a lively mood with both vivid and subtle colors. Each hue in this series evokes joyful moments connecting with nature. The Galaxy Z Fold6 is available in Silver Shadow, Pink and Navy, reflecting the confidence and sophistication of premium foldable phones. The Galaxy Z Flip6 is also available in the same Silver Shadow as the Galaxy Z Fold6, plus Blue, Mint and Yellow.

Featuring geometric shapes, the wallpapers of the Galaxy Z Fold6 and Z Flip6 seamlessly blend into the devices’ exterior aesthetics. They illustrate a graceful motion of light and shadow that mirrors the light reflecting off the haze glass on the back of the products.

The palette of the wallpaper dynamically adapts to the visual cues conveyed by each device’s color, bringing it to life. To balance aesthetics and usability, brightness and contrast adjustments optimize the display’s energy consumption. Elegant animations amplify the sense of space created by the arrangement of outwardly extending circles and lines. Additionally, the wallpaper responds interactively depending on the angle of the display, turning the simple act of folding and unfolding into moments of joy.

The Galaxy Z Fold6 and Z Flip6 herald a new beginning for the Galaxy Z series with designs that focus on the essence of what they are. Encapsulating the very nature of what Galaxy seeks to be with even greater boldness and style, the Galaxy Z Fold6 and Z Flip6 are poised to shape the future of foldables.

For more information about Samsung Electronics’ design, please visit Design Samsung.

To pre-order the latest Galaxy devices, please click the respective links below:

• Samsung Galaxy Z Fold6: https://www.samsung.com/my/smartphones/galaxy-z-fold6/buy
• Samsung Galaxy Z Flip6: https://www.samsung.com/my/smartphones/galaxy-z-flip6/buy
• Samsung Galaxy Watch Ultra: https://www.samsung.com/my/watches/galaxy-watch/galaxy-watch-ultra-titanium-gray-lte-sm-l705fdaaxme/buy
• Samsung Galaxy Watch7: https://www.samsung.com/my/watches/galaxy-watch/galaxy-watch7-40mm-green-bluetooth-sm-l300nzgaxme/buy
• Samsung Galaxy Buds3 Pro: https://www.samsung.com/my/audio-sound/galaxy-buds/galaxy-buds3-pro-silver-sm-r630nzaaxme/
• Samsung Galaxy Buds3: https://www.samsung.com/my/audio-sound/galaxy-buds/galaxy-buds3-silver-sm-r530nzaaxme/

“Bringing innovative design projects to mass production is a multi-step process that involves iterative exploration and trial and error. The Music Frame project is the culmination of positive energy and passionate collaboration across our design, development and CX teams since the summer of 2021.” 

— Chulyong Cho, Head of Design Team, Visual Display Business at Samsung Electronics

Designing the Experiences of Tomorrow

Samsung Electronics is home to forward-looking departments seeking untapped opportunities. True to its name, the Visual Display Business’ Future Experience Design group actively develops concepts for user experiences that are missing in the market before turning those ideas into innovative products.

Launching a new product is no easy feat, however. There is a long journey ahead after proposing an initial concept — from designing for mass production and collaborating with other departments to enhancing marketability and perfecting the product’s technical aspects. Brought to fruition through unceasing passion and innovation, this is Music Frame and its design story.

* Content images have been simulated for illustrative purposes only and may differ from the actual product. Product specifications may vary by country, region and model.

Bringing Style to Spaces

Inspired by Your Lifestyle

Consumers are now opting to purchase products that seamlessly blend into their living spaces instead of ones that only offer functionality. To that end, Samsung has introduced a series of lifestyle TVs including The Serif, The Frame and The Sero. Since TVs are not in use most of the time, these products transition to Ambient or Art Mode to offer a tasteful design experience — rather than displaying a black screen.

Delivering audio in the form of a picture frame, Music Frame is an extension of this approach. Setting itself apart from conventional speakers designed mainly to amplify sound, Music Frame and its concept of lifestyle audio prioritize the user’s lifestyle and living space. Picture frames are a familiar furnishing that can be placed anywhere, reflecting each individual’s taste and personality based on the kind of art being displayed. Music Frame draws inspiration from ordinary picture frames, allowing users to listen to music as they appreciate their favorite pictures.

Breathing Life Into an Innovation

In collaboration with the development and CX teams, Samsung designers built and tested a working prototype that demonstrated high-quality sound. They received positive responses from users after extensive testing, which solidified their confidence in the product’s acoustic performance and overall concept. As a result, the initial design remained intact and went into mass production.

Bridging the Gap Between Decor and Audio

Sculpting Unseen Sound

Music Frame embodies audio, so Samsung couldn’t lose sight of how people enjoy listening to high-quality music. Given the product’s unique form factor compared to traditional, elongated soundbars, the designers worked closely with the sound development team to perfect acoustics from the get-go. Speakers commonly have fabric, grilles or other materials on the front to easily emit sound. Together with the sound development team, the designers found a way for Music Frame to amplify sound through a gap between the frame and panel — creating a design rarely seen in audio products. The result? A frame-shaped speaker that is not restricted by the material that covers the front side.

Due to the frame’s shape, the gap between the bezel and the panel was important since this portion produces high- and medium-pitched sounds. After countless tests to find the optimal sized gap, both in terms of design and sound quality, the team settled on a width of 9mm. The designers worked with developers to make sure the vibrations from the rear woofer speaker — responsible for the bass — would not create noise when the product is hung on a wall like a picture frame.

A Piece To Personalize Your Space

Just like a real frame, Music Frame allows users to swap the images inside for personal photos or works of art. Listening to music while looking at a framed photo of a precious memory or a piece of art adds new levels of depth to users’ experiences.

Samsung designers also considered users who might place the Music Frame on a table instead of hanging it on a wall. Meticulous refinements were made to the frame stand’s shape and angle to ensure it doesn’t look too prominent or cause reflections on the panel. Since the rear of the product is visible if placed on a table, the back was designed in a neat and minimal fashion.

Music Frame in Your Everyday

Your Life, in the Frame

If there’s a particular image users want to cherish, they can create their own art panel by uploading an image to a third-party website and placing an order.

Music Frame comes in a default black bezel, but users can purchase an additional white bezel to match their decor. They can fill their frames with stunning images to create a stylish space that is perfect for listening to music.

* Art panels are sold separately and customization availability may vary by region. White bezels are sold separately and will become available starting in the summer of 2024.

Fill Your Room With Rhythm

For more captivating TV viewing, users can utilize Q-Symphony for richer stereo sound by placing two Music Frames on either side of their TVs. For surround sound, users can place a soundbar in front of their TV and a Music Frame on the opposite wall to act as a rear speaker. With the SmartThings app, users can set the equalizer settings to their preferences. By fine-tuning the audio, users can enjoy more vibrant sound and immersive content.

* Q-Symphony using Music Frame is available only when connected to a 2024 Samsung TV (DU7000↑ & LS03D) or 2024 Samsung TV and 2024 Samsung Soundbar (Q700D↑, Ultra Slim, S-Series).

Looking forward to a future of new possibilities, Samsung designers will continue to develop products and designs that naturally blend into users’ lifestyles and living spaces.

For more information about Samsung Electronics’ design, please visit the Design Samsung website.

Versatile, compact and stylish, the Galaxy Z Flip is made for fast-paced, modern lifestyles and for those who aren’t afraid to make a statement. Built to inspire creativity, the device packs everything you need for content creation and sharing into a form factor that fits in the palm of your hand.

Flex Your Creativity

The Galaxy Z Flip’s unique form factor is designed to provide hands-free experiences, making it easy for you to create content no matter where you are.

Thanks to its Hideaway Hinge, the device can stand on its own at various angles. Simply pop open the device, place it on a desk or on the floor, and you can start filming your latest dance challenge video without extra accessories or stands.

With Flex mode, you can easily snap hands-free selfies for your social media feeds or capture steady, stunning Night Hyperlapse videos with just the Galaxy Z Flip. The feature also lets you easily set up live streams to connect with your followers or instantly collaborate with other creators via video call.

Capture the World Differently

From spontaneous selfies to hilarious GIFs of funny moments, the Galaxy Z Flip gives you new ways to capture your experiences.

The Quick selfie feature uses the device’s powerful rear cameras to create high-quality self-portraits. Double click the power button when the phone is folded and the cover display will transform into a selfie viewfinder. You can then click the volume button to capture a shot. If you are taking a groupie with your friends, you can tap on the cover display to switch to the Ultra Wide lens.

With so many ways to create photos and videos, it can sometimes be difficult to decide which one to go for in the moment.

Single Take on the Galaxy Z Flip is a dream tool for digital creators. The feature is especially useful for shooting action-packed scenes.

Just hold down the shutter button and the camera will capture the moment in a wide range of formats. What’s more, the feature even recommends the best shots, which means you don’t need to scroll through your gallery to find the perfect post.

Elevate Your Content

Ask any digital creator and they will tell you that taking photos and videos is just the start of the creative process. From image editing to caption writing, there are many steps when it comes to producing engaging content.

Equipped with quick and easy image editing tools, the Galaxy Z Flip is a mobile creative powerhouse. As soon as you take a shot, you can start polishing your image, try out different filters, and put your next post together on the device. The Multi-Active Window feature also allows you to run two apps simultaneously on the main display. With the ability to edit photos on the top half of the display while writing captions or responding to comments on the bottom half, you can multitask and manage your platform on the go with ease.

Fashion Meets Technology

Featuring a bold and playful design, the Galaxy Z Flip is perfect for those who see technology as a way to express themselves. Available at the recommended retail price of RM3,999 in luxurious Mirror Black that will turn heads and bring individuality to your everyday outfit.[1]

For more information on the Galaxy Z Flip, visit:

https://www.samsung.com/my/smartphones/galaxy-z-flip/

[1] Color availability may vary depending on country or carrier.

Featuring a larger Cover Screen and an expansive Infinity-O Display for the Main Screen, the Galaxy Z Fold2 gives users more immersive viewing experience. Built with craftsmanship and premium materials, the device offers a luxurious experience which can be customized to match personal sense of taste.

Check out the video below to hear the story of Galaxy Z Fold2’s design.

*Subtitles are available in English, Spanish, Chinese, Arabic and Korean

As a result, the latest addition to the Note family is not only easy to use, with its customizable, Bluetooth Low-Energy (BLE) connected S Pen, it’s also easy on the eyes, with a thoughtfully refined display and frame design. And with a total of four standout color options, which users are encouraged to mix and match with S Pens and accessories of various hues, the Galaxy Note9 offers users more ways to express their fashion and style.

Enhancing an Iconic Design

The Galaxy Note9 furthers the Note series’ stunning design heritage with a sleek and square form factor, as well as enhancements that enable users to multitask more efficiently and enjoy immersive multimedia experiences.

A cornerstone of Samsung’s design legacy, the Infinity Display is known for its seamless form and captivating visuals. Measuring 6.4 inches, the Galaxy Note9’s Quad HD+ Super AMOLED Infinity Display is the series’ largest yet, offering more room for work, play and everything in between. That means a bigger screen to immerse yourself in a favorite movie or game, and more space to write or create with the S Pen.

To amplify users’ immersion, Samsung rounded the corners of the display to a bare minimum, and refined the Galaxy Note9’s barely-there bezels to conceal its iris sensor. The screen itself is also a deeper black, which allows it to blend in with the bezels when the device is off and enhances the overall aesthetic. Other enhancements include the redesigned camera deco, which now matches the color of the device, and the repositioned fingerprint sensor, which is now found beneath the camera.

The smartphone’s design is rounded off with a choice of four expressive color options: Ocean Blue, Midnight Black, Metallic Copper and Lavender Purple.

A Standout S Pen

Each Note adds new capabilities to the smartphones’ signature feature: the S Pen. Over the years, these enhancements have unlocked innovative ways for users to manage their mobile lives more comfortably and freely. When designing the Galaxy Note9, Samsung’s team focused on enhancements that would take the S Pen’s ‘freeing’ aspects to the next level, transforming it into more than a tool, but rather a device in its own right, complete with Bluetooth Low Energy (BLE) connectivity and its own independent functions.

The S Pen’s individuality is also reflected in aesthetic elements of the Galaxy Note9’s design. For example, unlike the other colorways, which each feature an S Pen in a matching hue, the stylish Ocean Blue model comes with a vibrant Yellow S Pen that stands out from the rest. And because each model’s S Pen is compatible with any other Galaxy Note9, you can easily swap your S Pen for another if you feel like a different color would better suit your style*.

The S Pen’s significance to the line is also reflected in the new flagship’s packaging, which prominently displays an image of the S Pen in place of the devices’ traditional logo. This adjustment was made to honor the S Pen as the symbol of the Note series, and a key reason why the smartphones have garnered countless fans.

A Refined Frame

One of the first things you’ll notice when holding the Galaxy Note9 is just how nicely it sits in the hand. The smartphone’s comfortable contours are the result of a frame design that reflects thoughtful consideration for both usability and aesthetics.

The metal frame was forged using a cutting process known as Dia-cutting, which utilizes a fast-rotating artificial diamond tool to create smooth, glossy surfaces that accentuate design details. The process involved tapering the surfaces of the frame that blend into the device’s front and back, and carefully rounding the middle section, which comes into contact with your palm the most. The tapered parts of the frame feature a glossy finish, while the rounded middle section is matte.

The resulting frame is sleek and slim, and features an interplay of glossy and matte finishes that complements the Galaxy Note9’s premium design cues.

• The video above illustrates the dia-cutting process, followed by the coloring procedure of the Galaxy Note9.

Exceptional Accessories

The Galaxy Note9’s accessories selection includes a wide range of stylish covers that offer users more ways to customize their smartphone’s aesthetic. Designed to suit a wide array of tastes, the protective covers span from fine leather to military-grade options.

The new Leather Wallet Cover is perhaps the most eye-catching of the bunch. Crafted from genuine calf leather, it features a handy card pocket as well as a soft microfiber lining that helps protect the Galaxy Note9 from scratches. It’s available in a choice of five colors—black, brown, red, blue and yellow—which users are encouraged to mix and match with their Galaxy Note9 to showcase their style.

Also included in the Galaxy Note9’s collection of compatible accessories is Samsung’s new Wireless Charger Duo. A combination of the Fast Charge Wireless Charging Stand and the Wireless Charging Pad, the fast-charging two-in-one allows users to quickly charge their phone alongside another Qi-compatible phone or wearable. The charger eliminates the need to fumble with cables each time you need to top up your devices’ batteries, and its built-in stand offers easy access to your phone’s screen.

*Each model’s S Pen is also available for individual sale.

**Certified MIL-STD-810G-516.7 compliant.

Originally launched as a product design studio for North America in 1994, the SDIC will merge with a new user-experience research arm to expand its role from designing products mostly individually to designing multi-device user-experiences. The mission of the SDIC will be to contribute to creating stronger insights based on a deep understanding of consumer lifestyle trends, as well as adapting to the changing trends and emerging lifestyle patterns of local markets. The center will also play an important role of envisioning product concepts that do not exist today and assist in the launch of those products to market. The SDIC is part of the Corporate Design Center, located in Seoul, and one of seven Samsung design studios globally.

Dr. Federico Casalegno, who has extensive experience as a designer and a social scientist at MIT, has recently joined Samsung Electronics. Dr. Casalegno’s expertise and interests lie in the impact of networked digital technologies on human behavior and society.

“In this age of connected devices, it is imperative that a designer understands and considers the cross-device user experience for every design element of a product, because most products no longer serve a standalone purpose anymore.” said Dr. Federico Casalegno, head of SDIC. “Our mission is to understand people and lifestyles to deliver meaningful experiences, through beautiful yet functional design, enabled by innovative cutting-edge technologies. With a talented team of multi-disciplinary designers, the SDIC will seek to leverage insights from the North American market and tap into the Silicon Valley entrepreneurial spirit to design inspiring products and experiences.”

“At Samsung, we recognize that our design and innovation have to be meaningful to people. It has to help people do more. User experiences must involve awareness of the other devices around them and work together. This is what consumers expect today,” said Don Tae Lee, head of the Corporate Design Center. “With the launch of the new center, we are establishing the framework to deliver that sort of experience to people across all our consumer devices.”

Form that is Perfected through Perpetual Refinement

The Galaxy S9 has been carefully and delicately shaped to preserve the bare essence of design. With attention to detail and precise technology, the Galaxy S9 showcases a perfectly singular form.

Experiencing Unity through Curves

To establish a visual sense of unity in their form, the display and body come together to create a single silhouette. The Galaxy S9 boasts an enhanced design quality by adjusting the curvatures of the body and display to swerve together. Users can experience oneness from the harmonious curves that connect the body and display.

A Visually and Functionally Enhanced Metal Frame

The metal frame uses an upgraded aluminum material with improved resistance to scratches. The frame is also slightly more protruded than the glass for an increase in durability. Samsung added a Satin Gloss finish to the metallic material to give a soft and glossy shine and established unity between the body and the frame by applying the same color to the frame and body.

Visually Experiencing Oneness

The front surface of the Galaxy S9 features a shortened length on the top and bottom part with a reduced bezel for deeper visual immersion. Furthermore, it concealed the hole used by various sensors on the top to minimize visual distraction.

Understanding Value through Usage

Some values cannot be understood by simple observation. The Galaxy S9 understands the nuances of a user’s experience and provides an optimized design.

Heartfelt Considerations and Detail in the Palm of Your Hand

The delicately crafted design of the Galaxy S9 is based on profound consideration for its users. The height and width of the Physical Key on the side has been adjusted for easier use with just one hand. The curves of the device’s sides have been gracefully reduced to allow for a much more stable and comfortable grip.

The two camera holes on the back are vertically aligned to create a slimmer and more stable look to the rear design. The camera and rear sensors are designed to blend even more harmoniously with the body. User’s comfort is further enhanced by the fingerprint sensor placed in the center to make it easier to reach with either the right and left hand.

Completing the Display Design

The all-new AOD (Always On Display) features 20 different GIF animations that are offered by default. Users can personally pick and choose images to put on display to reflect the user’s mood. The Lock Screen, which users see countless times throughout the day, has been designed to bring a sense of visual completeness. The various components of the Lock Screen, such as the text used for the clock and date, automatically change in color to adjust and blend to the background that has been set by the user to complete a wholesome and adaptable Lock Screen.

Relishing the Richness of Sound

The Galaxy S9 has changed to enrich our lives with the richness of sound. The dual speaker’s surrounding effect emits wide and far-reaching sound. The speaker hole on the bottom of the device has been combined into a single hole to orchestrate a much more natural sound.

Colors that Embody Light, Accessories that Embody Lifestyle

Samsung instilled the sensibilities and familiarities of everyday life into the smartphone, the one device users spend the most time with throughout the day.

With refined colors and a wide selection of accessories, the Galaxy S9 harmonizes more naturally with our daily lives and surrounding environments.

The Galaxy S9’s Colors that Capture the Course of a Day

The Galaxy S9’s four colors were created from the shades of light that change throughout the day. Black is inspired by the darkness of night just before dawn; Gray portrays the soft glow of light that passes through a frosty, foggy morning; Blue is the color of water when a warm ray of morning sun shines through; and Purple embodies the colorful palette of a sunset that spreads throughout the evening sky. Through the Galaxy S9, users can witness the perfect impressions of light as it travels the course of daily lives.

Accessories Instilled with Familiar Materials and Colors

The accessory cover comfortably and delicately fits the device, while reflecting users’ taste and lifestyle. On top of the previous clear cover and silicon cover, Samsung has ramped up the selection with new materials and colors. The Weaving is an exquisite cover that sports a fabric-based weaving pattern; the Hyper Knit uses materials from sneakers to give a boost to youthful and sports-like feel; the Rugged is a witty design that looks like a mini carrier; and the Alcantara demonstrates the high-quality finish of the fine leather. With this wide array of materials and designs for the accessories, the Galaxy S9 becomes a tool to express a user’s unique taste and style.

*Covers and other accessories are sold separately.

The delicately refined design of the Galaxy S9 accompanies the user in all moments, by gently permeating into the details of everyday lives to unveil its unique value more powerfully.

To see more Samsung Electronics desgin stories, please visit design.samsung.com.

The Big Screen for Bigger Things

The innovation of the Galaxy Note8’s design makes possible the 6.3-inch Infinity Display. Without obstructive bezels or physical buttons, the display seamlessly blends into the device’s body, adding to the phone’s eye-catching aesthetic while improving its functionality.

To ensure that the Galaxy Note8 achieves optimal performance, the enhanced Infinity Display incorporates a slightly more squared design and a slim bezel – refinements that help to maximize the flat area of the screen, and thus provide more surface area for writing and drawing with the S Pen.

The Quad HD+ Super AMOLED display takes more than 83 percent of the body of the device, making it the biggest screen on a Note device yet. Its expansive screen space – which in landscape mode offers a 14 percent wider viewing area than the Galaxy Note5 – and aspect ratio of 18.5:9 allow for incredibly immersive viewing experiences.

The back of the phone, which features a new dual camera as well as a fingerprint scanner, maintains an equally clean and continuous silhouette as the front of the device with virtually no protrusions. Together with its symmetrically curved design, these changes help to create an ergonomic grip that enables comfortable one-handed operation.

Easy on the Eyes, Smooth to the Touch

Available in four stunning colors, including the all-new Deepsea Blue, as well as Midnight Black, Orchid Gray and Maple Gold, the Galaxy Note8 has a premium look that fits almost any style.

Each color is enhanced by the glossy finishing of the phone’s materials, which was created through an intensive polishing process. The polishing was also applied to the frame of the Galaxy Note8, allowing for a seamless flow between the front and back sides of the device. The texture of the material is smooth to the touch, creating a sense of comfort.

Note-Worthy Accessories

The accessories of the Galaxy Note8 are designed to both protect the phone and offer a contemporary look and feel that fit a wide array of lifestyles. Many of the phone’s accessories have been designed to focus on the standing function of the Galaxy Note8 to enable users to more comfortably watch their favorite shows and movies on the device’s large screen.

The Protective Standing Cover, for example, is a military-grade* protective cover that provides unsurpassed protection of the Galaxy Note8 all the while offering a full view of its Infinity Display. A kickstand in the back props the phone up for better viewing, and pops off if too much pressure is applied so it doesn’t break. The Clear View Standing Cover also protects and holds the Galaxy Note8 at an optimal angle for viewing media, while its dedicated UX makes it easy to check alerts, take calls and more, without having to open it up.

The Alcantara Cover, 2Piece Cover and Clear Cover, which were all well received when launched with the Galaxy S8 and S8+, will also be available with the Galaxy Note8.

For more convenient charging, the Wireless Charger Convertible can be effortlessly adjusted to be a horizontal pad or vertical stand so users can continue using their device while powering up. Or, should they need to keep powered while on-the-go, the stylish and slim Battery Pack easily slips into a bag or pocket.

A New Rhythm

The Galaxy Note8’s brand sound has also been updated to better harmonize with the design of the device. The tune merges a “Pen Beat,” a rhythm made by drumming the S Pen on various items, and beat-boxing to produce a catchy and millennial-esque melody perfect for a ringtone or daily alarm.

* Certified MIL-STD-810G-516.7 compliant.